Retail and Marketing Channels (RLE Retailing and Distribution)

1st Edition

Srinivas K. Reddy, Luca Pellegrini

Routledge
Published April 10, 2014
Reference - 352 Pages
ISBN 9780415754330 - CAT# Y162639
Series: Routledge Library Editions: Retailing and Distribution

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Summary

Retailer’s buying power has significantly increased in recent years as a result of a process of market concentration. As vertical relationships in marketing channels have strengthened their influence over the shape of the industry, the producer-distributor relationship has become more central to an understanding of both marketing practice and the conduct and performance of consumer goods industries.

This comprehensive and detailed book covers the theory and practice of national and international retail and marketing channels. It provides a structural overview of the producer-distributor relationship as well as analyses of specific aspects of channel control and management. Finally, the book assesses the implications of new developments in the evolution of marketing channels.

First published 1989.

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